WiseLife, one-stop-solution for all yoga & home fitness essentials, previously featured in Shark Tank IndiaSeason 3, has raised ₹8 crore in a Seed/Pre-Series A round from Rukam Capital. The strategic investment marks a pivotal step in WiseLife’s mission to become India’s go-to brand for premium, eco-friendly yoga mats and other wellness products that blend unique design with affordability.
Founded with the vision to elevate everyday wellness through thoughtfully designedyoga gear, WiseLife has struck a chord with India’s growing base of health-conscious consumers. The brand offers a curated range of biodegradable yoga mats, fitness gear, and lifestyle accessories,combining durability, design, and sustainability at accessible price points.
“The current funding round will help us scale WiseLife from a boutique brand to India's No. 1 yoga brand. We will be able to do a lot more experimenting and develop even better products and content for the yoga and fitness enthusiasts,” said Prateek Kedia, Founderof WiseLife.
Speaking on the investment, Archana Jahagirdar, Founder & Managing Partner at Rukam Capital, said “India is at the cusp of a wellness revolution. WiseLife stands out by creating a brand that is not only functionally superior but also emotionally resonant with today’s health-conscious consumer. We see tremendous potential in the brand’s vision and are excited to back their journey of making yoga more inclusive, aspirational, and accessible.”
The new funding from Rukam Capital comes at a time when the yoga and wellness space is witnessing exponential growth. According to IMARC Group, India’s yoga mat market is projected to grow from USD 1.4 billion in 2024 to USD 2.2 billion by 2033, while the global market is expected to reach USD 26.5 billion by 2030. Rising health consciousness, corporate wellness programs, increased adoption of yoga, and a shift toward eco-friendly products are driving this momentum.
WiseLife first gained national visibility after its successful appearance on Shark Tank India Season 3, where it bagged funding from all four sharks: Aman Gupta, co-founder of boAt; Anupam Mittal, founder and CEO of Shaadi.com; Ritesh Aggarwal, founder and CEO of OYO Rooms; and Namita Thapar, Executive Director of Emcure Pharmaceuticals. The founders’ vision and product strategy resonated with the investors and consumers, setting the stage for further institutional backing.
With its strong customer base and growing brand resonance, WiseLife is well-positioned to lead this transformation. The company plans to launch new product lines, enhance content and community engagement, and expand distribution in the coming year.
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About Rukam Capital
Rukam Capital is a leading Indian early-stage venture capital firm specializing in investing in consumer products and services companies. We invest in purpose-led founders who are solving hard problems at scale by creating products and companies that people love. As entrepreneurs ourselves, we understand the challenges of building a successful business and actively partner with our portfolio companies to drive innovation and growth.
